Market analyst Datamonitor is predicting that the number of mobile broadcast TV subscribers will grow from 4.4 million in 2007 to an estimated 155.6 million by year-end 2012.

The prediction comes in its report "Opportunities in the mobile broadcast TV market, 2006 – 2012," along with the caveat that considerable hurdles remain to be overcome for the medium.

According to the report, there currently are about 4.4 million mobile broadcast TV subscribers in a handful of countries around the world.

"This subscriber base will grow to 65.6 million in 2010 and more than double to an estimated 155.6 million by 2012 — a compound annual growth rate (CAGR) of 66.2 percent," stated Chris Khouri, associate media and broadcasting analyst with Datamonitor and author of the study in a press release announcing the results.

"However, consumer education, technological fragmentation and content adaptation will have to be addressed first before mass-adoption can take place," Khouri said.

Datamonitor expects the Asia-Pacific region to have 76.3 million subscribers by 2012. Europe will have the second largest subscriber base with an estimated 42.7 million subscribers by 2012 with a CAGR of 102 percent from 2006. This high growth rate is directly attributable to the predicted pan-European push for mobile broadcast TV between 2009 and 2012. North America, dominated by the United States, is expected to have a subscriber base of 35.6 million.

Among the hurdles Datamonitor identifies as yet to be surmounted are pricing models, advertising models, consumer education, and a fragmentation of technology and standards. However, the researchers believe innovative marketing campaigns — viral marketing and travelling exhibitions, are cited as examples — will aide in the mass-adoption of mobile broadcast TV services.

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